Increase of "cake" of e-commerce in medicine or by new deal

Source: on September 18, 2014, Southern Metropolis Daily has always been inseparable from "medicine" and "medicine" This time, it may be expected to gradually clarify the relationship with the help of the Internet It is widely said that the State Food and drug administration has held a coordination meeting to officially ban the online sale of prescription drugs Recently, relevant persons of the State Food and drug administration have told the media that the relevant plans are pending approval The news from 800 parties, the third-party pilot platform unit of the second Internet drug sales in China, is even more straightforward: "the" Internet food and drug management and supervision measures (Draft for comments) "formulated in May this year is expected to be implemented in October after five months of consultation The new policy to be implemented by the measures includes prescription drugs that can be sold online." Once the online purchase of prescription drugs is allowed, in the view of the drug b22c drugstore, which is open to the public, this means that the huge revenue from selling drugs in hospitals will be slowly withheld to the pharmaceutical B2C industry Recently, Ma Yun also predicted: "the next person who can surpass me will appear in the health industry." However, some analysis suggests that all parties should not be overly concerned about the impact of online sales of prescription drugs Because of the vital interests of doctors and hospitals involved in the medical reform, it remains to be seen whether the following supporting policies can deal with the problems of doctors and hospitals At present, the regulatory department of online sale of prescription drugs or forced separation of medicine is studying the scope of open online sale of prescription drugs According to the industry, once the online sale of prescription drugs is banned in the form of negative list, it is very imaginative for B2C drugstores In an interview with Nandu reporter, the relevant person in charge of Haiwang Xingchen said that drugs with special requirements such as temperature are expected to appear in the negative list, but these drugs are relatively limited It is expected that after the introduction of the new policy, the online sale of prescription drugs for chronic diseases and common diseases will cause a positive response in the industry "This will be a historic milestone for the pharmaceutical retail market According to the report released by the Southern Institute of pharmaceutical economics, the retail market of medicine has reached 255.8 billion, and the opening of online prescription drug sales means that more than 200 billion markets are open to the Internet " 800 relevant persons in charge, such as reporters from the southern capital, said The person in charge said the milestone was the lifting of the ban on online sales of prescription drugs But the market of more than 200 billion yuan has not been included in the hospital prescription drug market with more gold in the eyes of many B2C drugstores According to Shi Zhenyang, chairman of qilekang, the unofficial data in 2013 shows that the sales scale of the medical terminal drugs mainly for the sale of prescription drugs in the mainland has reached more than 940 billion yuan After the release of the online sale of prescription drugs, it is expected that the B2C drug retail industry will get 10% - 30% share in the first phase Obviously, this is an imaginative reform dividend While benefiting from B2C drug retail industry, for drug sales of medical terminals, it undoubtedly means that the existing "cake" will be faced with backward segmentation Due to historical reasons, in the medical system of our country, there has been a long-term problem of "supplementing medical institutions with drugs (drug sales)" Up to now, the sales of non essential drugs in public hospitals can still have a legal mark up of 15% According to the data from the blue book of China's drug retail industry information release conference, in 2013, the drug use of urban level hospitals, county level hospitals, urban grass-roots hospitals and rural grass-roots hospitals reached 629.1 billion yuan, 192.8 billion yuan, 61.6 billion yuan and 61.5 billion yuan respectively, of which, the proportion of prescription drugs in the above-mentioned medical terminals reached 94.0%, 93.7%, 85.6% respectively 87.6% On May 28 this year, the State Food and Drug Administration issued the measures for the supervision and administration of Internet food and drug distribution (Draft for comments) 》It is widely regarded as the first time for the State Food and drug administration to recognize the online sale of prescription drugs and intend to support the pharmaceutical e-commerce, because it clearly points to the open online sale of prescription drugs, access to the third-party logistics, and monomer drugstores can also obtain online licenses and other important contents Because of this, after a series of preparations, after Alibaba Yunfeng fund acquired CITIC 21st century company, the parent company of 95095, the first third-party pilot platform for Internet drug sales in China with HK $1.3 billion, 800 parties obtained the second license in July this year, and then launched the o2o alliance strategy in China to lay out the Internet prescription drug sales market in a high-profile way Alibaba is also making a positive layout Tmall, its e-commerce brand, is now recruiting a large number of licensed pharmacists on several recruitment websites According to the news, tmall is preparing for the ban of selling prescription drugs in online pharmacies More analysis shows that Alibaba is no longer satisfied with the role of Pingtai and wants to build its own sales platform to sell drugs Alibaba's response to the reporters in Nandu is intended to let the regulatory authorities safely separate the Internet pilot medicine through the drug regulatory code system of CITIC 21st century company and the new "medical code" developed by Alibaba "We expect that the online sales of prescription drugs will be liberalized in the future With the full liberalization of drug online sales, the relationship between drugs and hospitals will be separated, and drug companies need to find their own retail channels, including the Internet " Said one Alibaba official Of course, Tencent, which has been fighting with ALI, did not dare to be "idle" At the beginning of this year, Tencent took a stake in Jingdong Mall for us $214 million The latter also participated in the national development and Reform Commission's drug separation pilot program at this time and was allowed to pilot prescription drug sales According to the information of people close to JD, the sales process of prescription drugs in JD planning is that after the user sees a doctor in a hospital or clinic, according to the doctor's prescription and electronic medical record, he / she orders directly through JD online platform, buys prescription drugs, and JD completes the distribution In addition, with the support of Shanghai, store 1 also became a pilot enterprise of online drug retail on the third-party Internet platform at the end of July this year According to the current drug distribution system, drug companies will directly participate in online sales of drugs Drugs from manufacturers to patients often need to go through multiple circulation links Take the simplest "two ticket system" circulation mode as an example, that is, it is allowed to handle drugs twice in the circulation process If not for basic drugs, 15% markup each time means 30% markup However, once the Internet "direct selling" is realized, it means that these intermediate markup links are expected to be significantly compressed Based on this, the industry believes that e-commerce channels are expected to be "20% to 40% cheaper than traditional channels" In addition, according to the analysis of the industry, with the expansion of the scope of the subject applying for drug B2C qualification by the state, once the single drugstore is opened, it will open a convenient door for the pharmaceutical industry enterprises to directly participate in the online sale of drugs, and the intervention of the industry will inevitably bring impact and impact on the entire pharmaceutical industry Take Ling pharmaceutical as an example In August this year, it announced its official entry into the field of e-commerce in Beijing Before that, most of the enterprises with the qualification of "Internet drug business license" online drugstores in China were regional chain drugstores However, Gan Rongfu, a senior researcher of Sinopharm holding, said in an interview with a reporter from Nandu that if the price of e-commerce channels drops sharply, whether consumers can really benefit from it still depends on the supervision in place As we all know, Internet e-commerce has always had the problem of "cheap but not good" Difficulties & doubts 1 How to ensure the safety of online sales of prescription drugs? "The news we have now is that online sales of prescription drugs may be banned in the form of a negative list, but drugs are special goods, and how to ensure the safety is still a problem." A senior expert in the pharmaceutical industry, such as a reporter from Nandu, said frankly that he was not optimistic about the pilot of online sales of prescription drugs Liu Guichun, secretary-general of Guangdong Pharmaceutical Retail Association, told reporters from Nandu that the association had previously publicly recommended that relevant departments should gradually open the online sale of prescription drugs, which should not be too urgent In Liu Guichun's view, including the previous practice that the single drugstore will be released to apply for online drugstore qualification, and the online sale of prescription drugs will be released in a big step, which will lead to regulatory risks 2 Whether the prescription can be matched by the hospital? Online prescription drugs first involve the problem of prescription matching and prescription electronic It's not hard to make prescriptions electronic Prescription dispensing involves doctors and hospitals' motivation, because it means losing most of their income Because of this, an expert from China Pharmaceutical Enterprise Management Association said that the premise of selling prescription drugs online must deal with the problems of doctors and hospitals 3 Whether the medical insurance can be reimbursed? Whether the medical insurance can be reimbursed will also affect the effect of online sales of prescription drugs In the current industry, for example, the general expectation of the release of chronic disease drugs, the consumption group of prescription drugs, many retired workers, has a strong demand for reimbursement Based on this, Gan Rongfu said in an interview with a reporter from Nandu, "if online sales of prescription drugs can't achieve the same medical insurance target as offline sales, how many people will buy them?" 4 How to standardize the distribution of third-party logistics? The problem of distribution is also a problem that will be faced in the process of opening the online distribution of prescription drugs According to the latest information disclosed by the State Food and drug administration, the administration plans to encourage the combination of third-party platforms and online pharmacies to make more professional and large-scale distribution through the third-party logistics However, up to now, the specific rules have not been finalized